Marketing news

• KFC takes a page out of Donald Trump’s playbook in parody tweet about McDonald’s

  04-01-2018 23:41
  KFC is using President Donald Trump’s now infamous “Nuclear Button” tweet to rag on fast-food rival McDonald’s.
  On Wednesday, KFC’s UK and Ireland Twitter account tweeted:
   
  McDonald’s leader Ronald just stated he has a “burger on his desk at all times”. Will someone from his big shoed, red nosed regime inform him that I too have a burger on my desk, but mine is a box meal which is bigger and more powerful than his, and mine has gravy! #nuclea
  
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• Have “socially shareable” brand experiences gone too far?

  04-01-2018 22:52
  Armani launches a pop-up photo opp in NYC’s Oculus. Asics lets visitors livestream a walk through the clouds and post to social media. There are countless other examples of photo-ready brand experiences, all giving visitors the chance to be a social media hero.
  When it comes to these experiences, brands are smart about turning every selfie into a branding opportunity. They’re consciously directing their audiences without them even knowing it, showing them where to point their cameras
  
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• Have 'socially shareable' brand experiences gone too far?

  04-01-2018 22:52
  Armani launches a pop-up photo opp in NYC’s Oculus. Asics lets visitors livestream a walk through the clouds and post to social media. There are countless other examples of photo-ready brand experiences, all giving visitors the chance to be a social media hero.
  When it comes to these experiences, brands are smart about turning every selfie into a branding opportunity. They’re consciously directing their audiences without them even knowing it, showing them where to point their cameras
  
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• CES had one job, failed to add women to keynote on main stage events

  04-01-2018 22:46
  After a weeks-long scramble to add female talent to its keynote roster, CES confirmed that it will not have any women in any of its top slots this year, making it a second-straight year without women as keynote speakers.
  CES faced an onslaught of criticism from industry heavyweights, including HP's Antonio Lucio, Cindy Gallop, former PepsiCo CMO Brad Jakeman via Twitter after the initial announcement of keynote speakers. This prompted CES to respond with a tweet highlighting
  
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• CES fails to add women to keynote on main stage events

  04-01-2018 22:46
  After a weeks-long scramble to add female talent to its keynote roster, CES confirmed that it will not have any women in any of its top slots this year, making it a second-straight year without women as keynote speakers.
  CES faced an onslaught of criticism from industry heavyweights, including HP's Antonio Lucio, Cindy Gallop, and former PepsiCo CMO Brad Jakeman via Twitter after the initial announcement of keynote speakers. This prompted CES to respond with a tweet highlight
  
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• New year, new Zuck: Facebook CEO's personal challenge to spend 2018 fixing social network's woes

  04-01-2018 20:48
  Facebook founder and chief executive officer Mark Zuckerberg released a blog post for its billions of users, admitting that the social network has a "lot of work to do."
  Zuckerberg's post reflected on the personal goals he'd over the years since the platform matured into the behemoth it is now. "My personal challenge for 2018," he said, "is to focus on fixing these important issues. We won't prevent all mistakes or abuse, but we currently make too many errors enforcing our policies and prev
  
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• Zac Posen teams with Monogram to ‘Elevate Everything’ in the kitchen and beyond

  04-01-2018 19:57
  House of Z founder and designer Zac Posen is teaming with high-end appliance maker Monogram for the company’s new ‘Elevate Everything’ campaign.
  Monogram is known for its attention to detail and design for its ranges, ovens, refrigerators and other appliances, and its craftsmanship is on full display with the new campaign and line, which partners with talented artisans to create an innovative collection. With Posen, Monogram is taking his love of design and cooking ‘In th
  
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• TV Ad Spend Weekly: New ads for New Year’s resolutions

  04-01-2018 19:10
  Brands continue to invest heavily in above-the-line content, and television is still seen as the place brands want to be. Each week, in partnership with Kantar Media, The Drum looks at which brands have been investing the most on newly-launched creative on US national broadcast and cable TV.
  Advertisers spent big to close out the year, in the week of December 25-31, 2017. In an effort to make last minute sales and close the year out strong, spending totals for new creative on national TV re
  
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• Captain Birdseye gets relaxed new look in latest fish fingers campaign

  04-01-2018 18:38 via campaignlive.co.uk
  Birds Eye's eponymous Captain is back in a new campaign for the brand's fish fingers - and he has a new kind of vibe.
  
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• Direct Line takes ‘consultancy approach’ to marketing effectiveness

  04-01-2018 18:10
  Direct Line has restructured its marketing effectiveness division as it looks to shift perceptions of the function from one that “wields a stick” to a consultancy that works alongside marketing to improve its performance.
  The insurance company has had a marketing effectiveness unit for many years, but it has changed direction over the last two years, since Ann Constantine took over as head of insight and marketing effectiveness. With her at the helm, Direct Line pulled three areas to
  
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• Maslow's and Tangent form digital partnership

  04-01-2018 18:08
  Maslow's has partnered with Tangent to build a digital estate for its Mortimer House – a new hospitality-focused work and wellbeing destination in the heart of London’s Fitzrovia. 
  The brief includes a full design and build of a website for Mortimer House, which was originally designed by renowned New York-based architects AvroKO, and opened in December.
  Oliver Green, managing partner at Tangent, said of the collaboration: “We are delighted to be working wit
  
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• Josep Hernandez quits Mondelez for L'Oréal role at Wavemaker

  04-01-2018 17:49 via campaignlive.co.uk
  Wavemaker has hired Mondelez media specialist Josep Hernandez to act as its global client lead for L'Oréal.
  
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• Netflix leaves London commuters a little uneasy with Black Mirror tube station take over

  04-01-2018 17:35
  Netflix has again taken over a London tube station in its latest marketing stunt to promote the newest series of the cult show Black Mirror.
  The stunt saw Old Street Station entrances wrapped in the series' unnerving black and white smashed mirror branding with phrases such as 'Tech startup turning dead loved ones into chatbots' and 'Dating app knows when your relationship will end'.
  The disturbing statements were also distributed throughout the station in simple black and white poster
  
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• Hearst UK to launch book festival

  04-01-2018 17:12 via campaignlive.co.uk
  Hearst UK, which publishes Cosmpolitan, Elle and Good Housekeeping, is a book festival that will include awards and live events.
  
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• Twitter ups Stephanie Prager to head of global agency development

  04-01-2018 17:05 via campaignlive.co.uk
  She is leading Twitter's relationship with the "big six" marketing holding companies.
  
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• Claire Bridges: Understanding neuroscience can help marketers think smarter

  04-01-2018 16:46
  The need to be creative was part of my professional life day in, day out, for more than 20 years working as MD and then a creative director in the PR industry. I had to embrace (and flex) between what Unruly founder Sarah Wood calls “imagination and maths”, despite my own preferences.
  We know, thanks to the proliferation of assessments and books on the subject, that we each have cognitive preferences. And there is plenty of debate among marketers about whether they should try and dev
  
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• Fetch countersues Uber after being accused of click fraud in mobile ads

  04-01-2018 16:36 via campaignlive.co.uk
  Dentsu Aegis-owned agency Fetch has issued a counter-suit against Uber in an attempt to force it to pay up millions of dollars in unpaid bills the ride-hailing firm is withholding over claims of click fraud.
  
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• Hasbro to create Monopoly-themed game experience in New York

  04-01-2018 16:16 via campaignlive.co.uk
  Hasbro and Lucktastic, the US gaming app, are creating a Monopoly-themed game show experience in the US.
  
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• Brands need a rethink – teenagers are behaving in even more curious ways

  04-01-2018 16:15
  “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness.” That is how I have come to describe the current conversation about marketing to teenagers, parents and younger audiences.
  I want 2018 to be the year we get back to old school ‘real’ branded content – ready, reliable and relevant content.
  This doesn’t mean I don’t agree with the tools in marketing – I love them.
  For example: moni
  
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• Majority of working mothers are sacrificing salary for flexiblity

  04-01-2018 16:10 via campaignlive.co.uk
  Only a third of degree-educated working mothers currently looking for jobs plan to hold out for one that requires their academic qualifications and professional experience, according to a new survey.
  
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• Global grows radio ad revenue by £12m

  04-01-2018 16:05 via campaignlive.co.uk
  The group behind Capital Radio, Classic FM and LBC has reported a five per cent rise in radio advertising revenues, according to results filed at Companies House.
  
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• Debenhams believes Christmas ad 'resonated' with public despite profit warning

  04-01-2018 15:57 via campaignlive.co.uk
  Debenhams believes its Cinderella-themed Christmas ad resonated strongly with customers despite having suffered a slump in sales.
  
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• New business activity flat as media and digital come off the boil

  04-01-2018 15:44 via campaignlive.co.uk
  The total number of completed new business reviews increased by just 0.5% between 2016 and 2017, AAR's latest New Business Pulse has revealed.
  
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• Helen Tupper: How to choose a side-project that will benefit your career

  04-01-2018 15:43
  I spend a lot of time thinking about and coaching others on how to cut through the fog of busyness and the demands of our ‘always on’ working lives. It therefore seems somewhat counterintuitive to write about the benefits of taking on another project and more work.
  However, recent research finds that creative side-projects can actually help people to recover from the demands of their job. As someone who has been managing a side-project alongside my job for over three years, I can att
  
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• Be Heard Group rejigs Peter Scott's role

  04-01-2018 14:57 via campaignlive.co.uk
  Be Heard Group founder Peter Scott is moving from executive chairman to group chief executive, with non-executive director David Morrison becoming non-executive chairman.
  
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• Dentsu Aegis Network acquires HelloWorld to strengthen Merkle offering

  04-01-2018 14:55
  Dentsu Aegis Network has acquired the promotions and loyalty marketing business HelloWorld, with the aim of scaling its performance marketing agency, Merkle.
  The Michigan-based company, which counts Coca-Cola, Johnson & Johnson and Microsoft among its clients, has rebranded to become ‘HelloWorld, a Merkle Company’.
  The acquisition sees 370 members of staff join the Dentsu Aegis fold, alongside HelloWorld’s in-house technology platform. The network hopes its new purchase wil
  
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• Accolade Wines appoints new UK marketing boss

  04-01-2018 14:36 via campaignlive.co.uk
  Accolade Wines, the owner of Hardys and Echo Falls, has appointed Moët Hennessy's David White as UK marketing director.
  
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• Google and Facebook face fines in Germany, Airbnb wins lawsuit: International round-up

  04-01-2018 14:07
  Germany enforces law encouraging digital giants to tackle hate speech
  Germany is set to start enforcing a law that demands social media sites move quickly to remove hate speech, fake news and illegal material.
  Sites that do not remove “obviously illegal” posts could face fines of up to €50m (£44.3m). The law gives the networks 24-hours to act after they have been told about the material.
  Social networks and media sites with more than two million members will fall under the
  
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• Creative Director’s Choice: Circus Maximus' Kutscher on how Netflix's Bright ushers in a new creative process

  04-01-2018 13:59
  Creative Director’s Choice gives creative directors a chance to highlight the current work they think is the best out in the ad world – the ads and campaigns they believe are making a difference.
  This week, Ryan Kutscher, founder and executive creative director of Circus Maximus, discusses how Netflix’s new film, Bright, is changing the creative process.
  The most interesting ad I've seen lately is the movie Bright. What I like about it is that it's not an ad for a product
  
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• A year in the life of young female creatives: three frank accounts of 2017

  04-01-2018 13:58
  Three female creative directors – SheSays' 'Reindeers' from 2017 – recap the highs and the lows of their years climbing the agency ladder.
  Catherine Hope, creative director at Sunshine
  As a creative at the end of 2016, I was struggling to find my place in an industry I didn’t feel I fit into. I just didn’t want to work in advertising as we know it. Alongside this I was still building my confidence as a leader. I’m a lot more fearless now, but I also feel like I
  
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• Charlotte Rogers: Protein World has decided to grow up, but will consumers buy it?

  04-01-2018 13:50
  Remember Protein World? How could you forget. The British protein powder company hustled its way onto the fitness scene in 2015 with a large scale outdoor campaign featuring a toned woman in a lurid yellow bikini tagged with the now infamous line – ‘Are you beach body ready?’
  Cue more than 370 complaints made to the Advertising Standards Authority slamming the ‘socially irresponsible’ tone of the advert and a Change.org petition with more than 40,000 signatures dema
  
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• German football league Bundesliga puts fans loyalty to test in latest campaign

  04-01-2018 13:26
  Bundesliga in its latest film organised a 'loyalty test' for the fans of various teams in the German football league.
  The online film, created by the Belgian advertising agency Duval Guillaume, showcases two fake football agents separately inviting three die-hard fans of FC Bayern Munich, Borussia Dortmund and Borussia Mönchengladbach. They asked them to change their favourite teams and lured them with money and cars.
  However, all the three fans denied on the ground that football is ab
  
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• The Mail on Sunday to launch 40-page lifestyle supplement

  04-01-2018 13:20 via campaignlive.co.uk
  The Mail on Sunday is launching a 40-page lifestyle supplement that will combine new features with existing favourites from the paper.
  
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• Junior marketing roles experiencing real terms wage falls, says recruiter

  04-01-2018 13:19 via campaignlive.co.uk
  A wide range of junior roles in the marketing industry have seen no growth in salary over the past three years, with wages falling in real terms, according to research from Aquent/Vitamin T.
  
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• BBC Store boss Jonathan Green joins Direct Line as chief digital officer after service shutters

  04-01-2018 13:01
  Jonathan Green has departed BBC Worldwide to join Direct Line as chief digital officer. 
  Green joined the commercial arm of the BBC in November 2014 as managing director of Store, its first ever digital download service.
  However, faced with the growth of streaming services like Netflix and Amazon, BBC Worldwide was forced to shutter the service after just 18 months.
  Green, who was previously director of e-commerce at Virgin Media and head of consumer online at BT, will join the Direct Line
  
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• How brand integration can capture culture

  04-01-2018 13:00
  What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
  When brand integration makes an impact in entertainment, its effect is undeniable. Savvy brands are those that can capture the zeitgeist of culture at the moment, while working seamlessly in shows, films and more.
  To David Friendly, executive producer of the U
  
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• Why clean advertising must be the new normal

  04-01-2018 11:27
  Last year was a watershed year for digital advertising. Most recently, in December, we saw even more brands pull spend after it was revealed pre-roll ads were appearing next to questionable content.
  Senior brand leaders are now taking this very seriously. In fact, in Teads’ research of UK CMOs at large brands, 83% say they’ve become more concerned about brand safety in the past year. In response, 95% say they have overhauled their digital strategies in the past 12 months.
  Many are d
  
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• YouTube Works for Brands awards calls for entries

  04-01-2018 11:06 via campaignlive.co.uk
  YouTube Works for Brands, the annual awards for brands and agencies on YouTube, is now open for entries and partnering with Campaign for the first time.
  
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• Dentsu Aegis Network boosts Merkle with acquisition of HelloWorld

  04-01-2018 10:53 via campaignlive.co.uk
  Dentsu Aegis Network has acquired promotion and loyalty solutions provider HelloWorld, which will become part of Merkle Loyalty Solutions.
  
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• Bank brand creates own algorithm to avoid YouTube ad pitfalls

  04-01-2018 10:33 via campaignlive.co.uk
  US bank JPMorgan Chase has returned to advertising on YouTube only after developing its own algorithm that ensures its ads are not placed around questionable content.
  
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• Sizmek to offer 'total' pricing transparency on its adtech platform

  04-01-2018 10:30 via campaignlive.co.uk
  Sizmek is offering agencies and advertisers greater transparency over costs on its adtech platform in response to an industry outcry over the lack of visibility in programmatic.
  
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• Swiggy to raise $200m from Naspers and Tencent to rival Zomato and Foodpanda

  04-01-2018 10:28
  Indian online food delivery service Swiggy is touted to raise around $200m from South African Internet group Naspers in order to combat rivals Zomato and Foodpanda in India. 
  Naspers may further form a strategic alliance with Chinese internet giant Tencent, which could come in as another investor, the Economic Times reported.
  The news comes after Japan's SoftBank ended talks to invest up to $250m in Swiggy to pick up a minor stake. The bank acquired a 20% stake in U
  
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• Elephants in the media room: women do it too

  04-01-2018 10:15
  We are all considering a future where one thing is for sure – change is the new normal and we all have to get comfortable with it. One of the changes we’ve all become aware of is the new normal in the way women get treated in the workplace and how we are becoming better in calling out bad behaviour.
  But I’m still troubled. Obviously, I’m still troubled by the concentration of negative stories about women being treated very badly, with disrespect, with threats and wit
  
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• Wunderman, Ogilvy, AMV BBDO, PHD, FCB & Leo Burnett chiefs join The Drum's contributor roster

  04-01-2018 10:00
  2018 will see a number of high-profile marketing sector writers join The Drum as regular contributors, including Wunderman’s chief executive officer Mark Read, group chairman and group chief executive of AMV BBDO Cilla Snowball, Ogilvy & Mather co-chairman & worldwide chief creative officer Tham Khai Meng, Mike Cooper, worldwide chief executive for PHD and Lindsay Pattinson, chief transformation officer for WPP.
  Also lined up to offer monthly or quarterly insights into how they see
  
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• The World's Most Creative Women: Trak Ellis-Hill, Mofilm

  04-01-2018 09:00
  In a continuing drive for greater diversity and inclusion in marketing and advertising, a new feature by The Drum highlights conversations with top creative women in the industry. 
  All were nominated for The Drum’s global Woman of the Year award at The Drum Creative Awards, sponsored by Facebook, One Minute Briefs and in partnership with Creative Equals. The award is designed to push equality boundaries within the creative industry to spark discussion and action.
  From icons and p
  
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• Delhi Dynamos' FC marketing chief: "Sponsorship investments are grossly undervalued by brands underestimating ISL"

  04-01-2018 08:30
  Football in India has grown by leaps and bounds but investment isn't matching up to the reality of the Indian Super League's popularity, says Delhi Dynamos Football Club's (DDFC) marketing head Priyanshu Pande.
  According to a report by Livemint, India's very own football league, Indian Super League (ISL) is the second most watched league and is expected to generate Rs400 crore in advertising, sponsorships and gate receipts in 2017/18 season, a 25% jump over previous season.&n
  
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• Delhi Dynamos' FC marketing chief: 'Sponsorship investments are grossly undervalued by brands underestimating ISL'

  04-01-2018 08:30
  Football in India has grown by leaps and bounds but investment isn't matching up to the reality of the Indian Super League's popularity, says Delhi Dynamos Football Club's (DDFC) marketing head Priyanshu Pande.
  According to a report by Livemint, India's very own football league, Indian Super League (ISL) is the second most watched league and is expected to generate Rs400 crore in advertising, sponsorships and gate receipts in 2017/18 season, a 25% jump over previous season.&n
  
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• Vadilal Industries managing director: 'We regularly work on our branding strategies to always stay on top of the game'

  04-01-2018 08:24
  At the time when Government's initiative of 'Make in India' is gaining pace, Indian ice cream brands are re-branding themselves to combat foreign brands like Haagen-Dazs and Baskin Robbins.
  According to TechSci Research,  the ice cream market in India will grow with a CAGR of 17.03% from 2016 to 2021. 
  Moreover, an increase in demand for local products continues to benefit the local brands, according to Brandz top 50 most valuable Indian brands.
  The Drum spoke with Devanshu Gandhi, man
  
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• Brands shift marketing effectiveness focus from justification to learning

  04-01-2018 08:00
  Inflation is rising, interest rates are on the up and consumer confidence is on a knife edge, all of which means 2018 will be a difficult year for marketing. Media agency groups including GroupM and Zenith Optimedia have cut their growth forecasts, while the major agency holding groups are seeing revenue growth either slow or decline as advertisers, in particular in FMCG, tighten their belts.
  Given this background, it is little surprise that companies want to better understand the return on mark
  
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